The #bookstagram: distributed reading in the social media age

Social media platforms have given rise to diverse ‘reading formations’ (Bennett and Woollacott, 1987) from bespoke reading communities with strong affective bonds the ‘ambient affiliation’ (Zappavigna, 2014) more typical of followers reading-related hashtags (#amreading). What makes all these formations distinctive is that they ‘bring into visibility an entirely new social dimension reading’ (Pinder, 2012:68), a sociality often reliant as much on sharing images words. This article will focus specifically shared acts Instagram, networking service for photographs videos. In particular, I explore phenomenon #bookstagram where readers share book are currently aestheticised personalised through use evocative backdrops objects. Such activities too dismissed empty displays by narcissistic millennials keen make their mark in ‘attention economy’. However, argue offers way others evokes sensory sensual, also provides form ‘embodied reenactment’ (Tolins Samermit, 2016) can generate discussion empathy between users. My analysis ways which body parts, especially hands, feature evoke sense embodied connection reader book. examine how create situated activity associated calmness, serenity being close nature. emerging practices informed theories move away exclusive series mental processes or decoding signs, consider distributed, involves interacting one's environment. The be located relation culturally historically grounded relating object display representations bodies visual art. arguing specific affordances help produce readerly interactions dialogic ethos participation intimate private routinely commented repurposed others.